Marketing Technology - Google Analytics users get a new way to analyze voice of customer data

iPerceptions, a provider of voice of customer data pulled from consumer surveys, has launched a free tool for integrating that data—such as whether customers said they had a quality shopping experience—with the clickstream data within Google Analytics.

Paul Demery

Managing Editor

“Most tools that integrate with Google Analytics used the Google application programming interface to extract analytics data and bring it into their web analytics management tool,” says Stephane Hamel, a web analytics consultant who teaches analytics at the University of British Columbia and Laval University in Quebec City and has tested the iPerceptions application. “But what’s unique here is that iPerceptions is feeding its voice of customer data into Google Analytics, so a retailer can use the power of Google Analytics for slicing and dicing data to develop customer segments—for example, to view those who came to a site looking for several products and who said they had a quality experience.”

Eric Peterson, senior partner and founder of consulting firm Web Analytics Demystified Inc., says that other voice of customer data companies as well as iPerceptions have long integrated their data with other analytics applications from firms like Omniture, Coremetrics and Unica. But he says that iPerceptions is the first company he’s aware of that has formally integrated its technology with Google Analytics—a move that opens up such systems to the large number of online retailers that use Google Analytics, which Google Inc. provides for free.

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“We are bringing new value to Google Analytics users by delivering insight traditionally available only to enterprise brands,” says Claude Guay, president of Montreal-based iPerceptions. In Internet Retailer’s Top 500 Guide, Google Analytics is ranked as the second most popular web analytics application.

To deploy the free application, companies that have already deployed Google Analytics can integrate it with iPerceptions’ 4Q Online Survey, a free application for gathering customer feedback on a retailer’s own web site. iPerceptions makes 4Q Online Survey available for free download from 4QSurvey.com. Once a retailer installs the survey application, it takes a few minutes to fill out forms within it to integrate data with Google Analytics, Guay says. The data is organized into three main categories of overall customer satisfaction, purpose of visit and task completion, he adds.

Among the reports users can pull from Google Analytics integrated with iPerceptions’ voice of customer data include:

Satisfaction rates for specific visitor groups to better evaluate landing pages, exit pages, search keywords, traffic sources and campaigns.

Conversion rates measured against task completion rates to gain a better understanding of what drives shoppers to buy.

Customer satisfaction rates compared with time on site, pages visited, sections visited and geographic region.

Time on site compared with task completion to distinguish between visitors struggling to find information and those positively engaged on the site.

For iPerceptions clients who want to graduate to a more sophisticated system of analytics integrated with voice of customer data, the company also offers for a monthly subscription fee starting at $2,000 its webValidator product. WebValidator includes additional features including the ability to conduct a wider range of survey questions, customized data reports, and a dashboard showing key performance indicators and industry benchmarking data, says Guay.